Report: HHS to promote ObamaCare with $12M ad buy

Participation from individuals in these states will be crucial for the exchanges' success.

A spokeswoman for the Department of Health and Human Services (HHS) did not provide details on specific purchases of airtime, but noted that officials will "continue educating and informing the uninsured" about their new coverage options.

The HHS had already revealed that paid media would be part of its public outreach campaign under the Affordable Care Act.

Officials are currently working with public relations firms Weber Shandwick and Porter Novelli under contracts worth more than $50 million in all in order to prepare for the open enrollment period.

Republicans have criticized the administration's promotional spending for ObamaCare, arguing that it misuses taxpayer money.